Ica Nära in Oskarström has started selling Christmas soda, julmust, as early as September, sparking interest among customers. Despite the central warehouse not yet offering the seasonal drink, the store sources it from a local brewery, Krönleins in Halmstad. Store owner Daniel Alm emphasizes the tradition of early sales to meet customer expectations and bring local joy.
Ica Nära Oskarström Sells Christmas Soda in September: A New Tradition
Ica Nära Oskarström Sells Christmas Soda in September: A New Tradition
Christmas soda – in September? At Ica Nära in Oskarström, the first pallets appeared this week, and according to store owner Daniel Alm, the demand is high. – Next week, maybe we'll have saffron buns, he says.
For Ica's central warehouse, it's too early; they can't order julmust yet. But for Ica Nära Oskarström outside Halmstad, it's just the right time.
At least that's what store owner Daniel Alm believes, who has made it a habit to stock julmust as summer turns to autumn.
– It's a tradition we've had for the past three years, to meet and exceed our customers' expectations, he says.
Soda from a Local Brewery
The first pallet was in the store on September 1, as reported by Hallandsposten. And since it's not possible to order soda from the central warehouse yet, the Christmas drink comes instead from Krönleins brewery in Halmstad.
– We generally try to be early in all seasons, year-round. But we have a special passion for Christmas, says Daniel Alm.
He continues:
– It's also fun to bring a little local joy. Many people think it's fun that the soda is early, and the demand is great. We are a relatively small store, but we still sell quite a few of these pallets in the first week. But some think it's too early.
The store owner mentions that the store also has offers on marshmallow Santas, and that "next week maybe there will be some saffron buns for Tuesday coffee."